ComRes completed a multi-phase reputation study for a major high street bank, exploring the impact of national and local engagement among political decision-makers. The client wanted to understand how their future plans (such as branch closures and restructures) might impact upon their reputation, and how to mitigate against negative perceptions.
Using a combination of our MPs Panel and in-depth qualitative interviews with key committee members, ComRes developed and tested messages on major policy issues to inform the bank’s communications with these audiences. This provided a detailed understanding of the key drivers of the client’s reputation. Importantly, the research also identified that a differentiated approach would be needed to effectively message plans to different political parties.